Australia

Authentic experiences offered by Hong Kong – from street food to traditional festivals, the stunning night view of Victoria Harbour and natural landscape – are on many Australian travellers’ bucket list. Through media engagement and trade partnership, we employed a call-to-action strategy to invite Australian travellers to turn their wish into reality.

Discover Hong Kong with Studio 10

  • Publicity value generated by the two-week feature on Studio 10: HK$2.4 million

A two-week long feature with five seven-minute travelogues and five one-minute live reads were aired on Studio 10, an Australian morning lifestyle talk show broadcast every weekday on Network Ten, covering nearly all aspects of travel experiences in Hong Kong with a special highlight on Old Town Central and the 20th anniversary of the establishment of the HKSAR.

Content marketing with Fairfax Media

  • Publicity value generated by all the online and social media coverage across Fairfax Media’s platforms: HK$3 million

We entered into a one-year partnership with Australian media giant Fairfax Media and developed creative content across the group’s various platforms, including the oldest national newspaper The Sydney Morning Herald and online lifestyle brands Good Food and Traveller. The messages were amplified with three up-weighted bursts highlighting Hong Kong Summer Fun, Hong Kong Wine & Dine Festival and local culture. The cooperation also included a dedicated Hong Kong hub on the Traveller website, takeovers advertising and trade partner engagement in each burst: in partnership with Cathay Pacific, the Macao Government Tourism Office, Wendy Wu Tours and Dream Cruises.

Tactical promotional campaigns with Qantas and Virgin

  • Reach of the coverage generated by the launch of the Virgin Australia inaugural flight: 2.2 million

Airline collaboration is the most direct way to boost arrivals. With our strategic partner, Qantas Airways, we promoted special airfare and package sales through a host of media tools, including travel aggregators, social media accounts and search engine advertisements to drive bookings. Meanwhile, leveraging Virgin Australia’s inaugural flight from Melbourne to Hong Kong in July 2017, we actively showcased Hong Kong as a preferred travel destination and hosted a familiarisation trip for eight media titles flying with the inaugural flight for a four-day tour in Hong Kong.